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US Chicken Consumption

Final Report

Prepared For:

CRM# US3002192
July 2016
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o Primary research sponsor

o Contributing research sponsors

o Research findings presented by

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o WATT Global Media partnered with ORC International, on behalf of the National Chicken
Council, to identify consumer trends related to the consumption of chicken that can be
BACKGROUND used by leading US poultry producers in their marketing efforts.

o The primary objective of this research is to analyze chicken usage and attitudes among
US consumers. Specifically:
o Gauge past two week consumption frequency (from a supermarket/ grocery store and
from food service establishments) and identify shifts in future consumption behavior
OBJECTIVES o Understand importance and satisfaction with purchase criteria (from a
supermarket/grocery store and from food service establishments)
o Identify and understand consumer concerns regarding purchasing chicken
o Understand the impact of various potential product claims on purchase interest
o Identify sources of information regarding chicken products and the degree to which
they are trusted.

o A total of 1017 interviews were conducted using ORCs ONLINE CARAVAN omnibus
among a demographically representative US sample of adults 18+.
METHODOLOGY o Completed interviews are weighted by five variables: Age, Sex, Geographic Region, Race
and Education to ensure reliable and accurate representation of the total U.S. population
o Statistical testing throughout this report was conducted at the 95% confidence level.

o June 6 - 9, 2016
FIELDING DATES 2016
Questionnaire

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Key Learnings

Consumption The industry is strong.

Purchase Price, Freshness, Taste are key but other elements are
at play.
Considerations
Most concerns focus on health and food safety.
Concerns Other concerns are present and merit awareness and
preparedness.

Supermarkets and poultry brands likely can further


Communication leverage their credibility as sources of information for
consumers.

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Chicken Consumption Behavior

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Current and future consumption aligns with industry growth projections.

SUPERMARKET FOOD SERVICE ESTABLISHMENT


Chicken Consumption Behavior Chicken Consumption Behavior

Eaten A Chicken Meal/Snack From A Eaten A Chicken Meal/Snack From A Food


Supermarket In Past 2 Weeks Service Establishment In Past 2 Weeks
2016 87% 2016 72%

2015 85% 2015 67%

2014 83% 2014 70%

Average Number Of Times Eaten A Chicken Average Number Of Times Eaten A Chicken
Meal/Snack From A Supermarket In Past 2 Meal/Snack From A Food Service
Weeks Establishment In Past 2 Weeks
2016 3.7 2016 2.2

2015 3.3 2015 1.8

2014 3.6 2014 2.4

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Arrows indicate a significant increase from 2015 at the 95% confidence level.
2016 ORC International Proprietary & Confidential
Current and future consumption aligns with industry growth projections

SUPERMARKET FOOD SERVICE ESTABLISHMENT Per capita consumption


Chicken Consumption Behavior Chicken Consumption Behavior of white meat in the US
anticipated to exceed
that for red meat for the
first time in 2016.3

Globally, chicken is
87% of consumers have eaten a chicken meal or snack 72% of consumers have eaten a chicken meal or snack expected to comprise
from a supermarket in the past two weeks from a food service establishment in the past two weeks nearly one-half of the
increase in global meat
production over the
next decade.1
In the past two weeks, consumers have eaten a chicken In the past two weeks, consumers have eaten a chicken
Chicken tops the list of
meal or snack from a supermarket 3.7 times meal or snack from a food service establishment 2.2
times protein being
consumed most often
per week, beating out
21% 73% 6% 14% 71% 15% beef, pork, other
poultry, seafood and
meat alternatives.3
21% of consumers anticipate eating MORE chicken from
the supermarket in the next 12 months 14% of consumers anticipate eating MORE chicken from a
food service establishment in the next 12 months
Base: Total (1017)
C1/2. Thinking about the meals and snacks youve eaten in the past two weeks, how many times did you eat chicken that was purchased from a supermarket or other
retail grocery store/ restaurant, fast food store, carryout shop or employee cafeteria? This includes fresh, frozen, or prepared chicken/prepared meals of chicken, chicken
products/sandwiches, and similar foodservice chicken items.
C3/4. During the next 12 months, would you say that you are likely to eat more chicken, less chicken, or about the same amount of chicken that was purchased from a
supermarket or other retail grocery store/ restaurant, fast food store, carryout shop, or employee cafeteria?
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Chicken consumption, both globally and in the US, is expected to continue to increase.

o Globally, chicken is expected to comprise nearly o According to the USDA, the per capita
one-half of the increase in global meat production consumption of poultry and livestock on a per
over the next decade.1 pound basis is expected to continue increasing
o In the US, chicken accounts for about one-half of across all meat categories into 2016. 4
all meat eaten, which is up from one third in the
early 1990s.2 Commercial
Year Beef Pork Chicken Turkey Fish & Shell-
o Poultry farmers are expecting per capita Fish
consumption of white meat in the US to exceed 2000 67.8 51.2 78.2 17.4 15.2
that for red meat for the first time in 2016. 3 2001 66.3 50.4 78.0 17.5 14.7
2002 67.8 51.6 82.2 17.7 15.6
2003 65.0 51.9 83.2 17.5 16.3
2004 66.2 51.5 85.5 17.1 16.6
2005 65.6 50.1 87.3 16.7 16.2
2006 65.9 49.5 87.9 16.9 16.5
2007 65.3 50.8 86.4 17.6 16.3
2008 62.5 49.5 84.9 17.6 15.9
2009 61.1 50.2 81.1 17.0 15.8
2010 59.6 47.8 83.8 16.4 15.8
2011 57.3 45.7 84.3 16.1 14.9
2012 57.3 45.9 81.8 16.0 14.2
2013 56.3 46.8 83.1 15.9 14.3
2014 54.1 46.4 84.7 15.7 14.6
2015 53.9 49.9 90.1 16.0 NA
2016 estd. 54.3 50.4 92.1 16.5 NA

1,2,3 Tom Levitt, The protein problem: why eating too much chicken might not help your diet, Aug. 20, 2015, http://
www.theguardian.com/lifeandstyle/2015/aug/20/chicken-protein-atkins-paleo-diet-wwf-uk-health-forum-oecd-sustainable-farming , accessed Jun. 6, 2016.
4 Per Capita Consumption of Poultry and Livestock, 1965 to Estimated 2016, in Pounds, Apr. 13, 2016,
http://www.nationalchickencouncil.org/about-the-industry/statistics/per-capita-consumption-of-poultry-and-livestock-1965-to-estimated-2012-in-pounds/ , accessed Jun. 6,
2016.
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Chicken tops the list of protein being consumed most often for consumers when eating at home.

o In the average week, consumers eat home-


cooked meals 5.1 times at dinnertime. Nearly
three-quarters (73%) of these meals include meat
or poultry.1
o This represents a slight decrease from the
average seen over the last 8 years 4.1 dinners
per week containing meat or poultry.2

o Chicken tops the list of protein being consumed most often per
week, beating out beef, pork, other poultry, seafood and meat
alternatives.3

1,2,3 2016 Power of Meat, http://www.meatconference.com/Power%20of%20Meat%202016.pdf , accessed Jun. 8, 2016.


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88% of consumers purchase chicken monthly or more often with secondary sources indicating the desire for
high quality dietary protein is driving consumer preference for chicken.2

Frequency Purchase Chicken


Base: Total (1017)

Who Purchases The Most Chicken?


Households with 2+ People / Children in the Household
18-24 Year Olds Daily 1%
Consumers in the Northeast and South
Hispanics and African Americans A few times
a week 13%
Weekly 33%
Every few
weeks 28%
Monthly 13%
Every few
months o Real per capita expenditures for
Never 8%
4% chicken were higher in 2015 than
that for beef and pork.1
o The desire for high quality dietary
protein is driving consumer
preference for chicken.2
o Broiler-type chicks hatched
during 2015 totaled 9.32 billion,
C5. How often do you purchase chicken products for your home? up 2 percent from 2014.3
1,2 Steve Meyer and Len Steiner, US Consumer Meat Demand Continues to Rise, Oct. 16, 2015,
http://www.thepoultrysite.com/poultrynews/35995/us-consumer-meat-demand-continues-to-rise/ ,
accessed Jun. 7, 2016.
3 USDA Hatchery Annual Summary 2015 Broiler-type and Egg-type Up with Turkey Hatch Down,
Apr. 18, 2016, http://www.thepoultrysite.com/reports/?id=6049 , accessed Jun. 13, 2016.
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US Incidence Overview
GENERAL POPULATION
Age 18+
Base: Total (1017)

TOTAL NON
TOTAL CHICKEN CONSUMERS CHICKEN
92% CONSUMERS
8%

FOOD SERVICE ESTABLISHMENT


SUPERMARKET
(Number Of Times Have Eaten Chicken
(Number Of Times Have Eaten Chicken
From Restaurant, Fast Food Store,
From Supermarket In Past 2 Weeks)
Or Employee Cafeteria In Past 2 Weeks)

NON-USERS LIGHT USERS HEAVY USERS NON-USERS LIGHT USERS HEAVY USERS
(0 Times) (1-3 Times) (4+ Times) (0 Times) (1-2 Times) (3+ Times)
5% 50% 45% 22% 47% 30%

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Target marketing efforts towards non-Boomers, those with larger households and
more affluent.
TOTAL CHICKEN SUPERMARKET FOOD SERVICE
CONSUMERS HEAVY USERS ESTABLISHMENT
(934) (425) HEAVY USERS (269)
Gender Gender (Skew Female) Gender (Skew Male)

50% 50% 51% 49% 49% 51%

Age Age (More Millennials and Gen X) Age (More Millennials and Gen X)
(Mean: 46.3) (Mean: 45.0) (Mean: 42.8)
Millennials (18-34) 31% Millennials (18-34) 33% Millennials (18-34) 35%

Gen X (35-54) 35% Gen X (35-54) 37% Gen X (35-54) 40%

Boomers+ (55+) 34% Boomers+ (55+) 30% Boomers+ (55+) 24%

Household Size Kids in HH Kids in HH


Household Size (Larger Households) Kids in HH
Household Size (Larger Households)
(Mean 2.7) 31% (Mean 2.9) 37% (Mean 2.8) 33%
16% One 12% One 17% One
41% Two 37% Two 35% Two
18% Three 20% Three 22% Three
16% Four 19% Four 17% Four
9% Five Or More 11% Five Or More 9% Five Or More

Household Income Household Income (Higher Income) Household Income (Higher Income)
Mean: $76.7K Mean: $78.1K Mean: $77.2K
Less Than $35K 24% Less Than $35K 26% Less Than $35K 24%
$35K - $50K 11% $35K - $50K 11% $35K - $50K 14%
$50K - $75K 21% $50K - $75K 18% $50K - $75K 19%
$75K - $100K 18% $75K - $100K 18% $75K - $100K 20%
$100K Or More 26% $100K Or More 27% $100K Or More 23%
Ethnicity (Less Diverse) Ethnicity (More Diverse) Ethnicity (More Diverse)
12% Hispanic 12% African American 13% Hispanic 14% African American 17% Hispanic 16% African American

TOTAL CHICKEN CONSUMERS = Have Eaten Chicken From Supermarket Or Food Service Establishments In Past 2 Weeks
SUPERMARKET HEAVY USERS = Have Eaten Chicken From Supermarket 4+ Times In Past Two Weeks
FOOD SERVICE ESTABLISHMENT HEAVY USERS = Have Eaten Chicken From Food Service Establishments 3+ Times In Past Two Weeks
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Chicken Purchase Considerations

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Freshness, Price, and Taste are the most important decision factors for consumers when deciding what
chicken to purchase from the supermarket. Price rates relatively low on satisfaction indicating an opportunity.

Attribute Importance Versus Satisfaction For Most Recent Chicken Purchase from a Supermarket
Base: Purchase Chicken (973)

C6. Thinking of the chicken you purchase from a supermarket or other retail grocery store, how satisfied are you with each of the following?
C7. Thinking about your most recent chicken purchase from a supermarket or other retail grocery store, please rank the following factors in order of importance.
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There is very little difference in attribute ratings between general consumers and heavy users of chicken in supermarkets. Price, Taste
and Freshness top the list for both.

Attribute Importance Versus Satisfaction For Most Recent Chicken Purchase from a Supermarket Heavy Users
Base: Purchase Chicken (421)

C6. Thinking of the chicken you purchase from a supermarket or other retail grocery store, how satisfied are you with each of the following?
C7. Thinking about your most recent chicken purchase from a supermarket or other retail grocery store, please rank the following factors in order of importance.
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Again, Freshness, Price, and Taste are the most important decision factors for consumers when
deciding what chicken to purchase from a food service establishment.

Attribute Importance Versus Satisfaction For Most Recent Chicken Purchase from a Food Service Establishment
Base: Purchase Chicken (973)

C8. Now, thinking of the chicken you purchase from a restaurant, fast food store, carryout shop, or employee cafeteria, how satisfied are you with each of the following?
C9. Thinking about your most recent chicken purchase from a restaurant, fast food store, carryout shop, or employee cafeteria, please rank the following factors in order of
importance.
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Again, there is very little difference in attribute ratings between general consumers and heavy users of chicken in food service
establishments. Price, Taste and Freshness top the list for both.

Attribute Importance Versus Satisfaction For Most Recent Chicken Purchase from a Food Service Establishment Heavy Users
Base: Purchase Chicken (283)

C8. Now, thinking of the chicken you purchase from a restaurant, fast food store, carryout shop, or employee cafeteria, how satisfied are you with each of the following?
C9. Thinking about your most recent chicken purchase from a restaurant, fast food store, carryout shop, or employee cafeteria, please rank the following factors in order of
importance.
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While freshness, taste and price are, without a doubt primary purchase drivers, three attributes comprise a
secondary tier of impact on likelihood to purchase antibiotic free, locally raised, and country of origin on label.
o As seen last year,
o Understanding where chicken is raised by denoting it as locally sourced or listing the country of origin on the label is important to consumers.
o Animal-Only Antibiotics Used is polarizing.

Attribute Influence On Likelihood to Purchase Chicken


Base: Purchase Chicken (973)
No Antibiotics Ever / Antibiotic Free 54% 37% 9%

Locally Raised 50% 43% 7%

Country Of Origin Included On The Label 46% 43% 11%

Production Method Used Has Greater Sustainability For The Environment 42% 48% 10%

More Environmentally-Friendly Packaging 34% 58% 9%

Reduced Carbon Footprint For Production Method 32% 54% 14%

Animal-Only Antibiotics Used 24% 51% 25%

Less About The Same More

C15. To what degree would each of the following influence your likelihood to purchase your favorite chicken products? Would you purchase more, less, or about the same amount?
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Though all tested claims pique purchase interest, consumers are most interested in knowing that no antibiotics
have been used in meat production.
o As seen last year,
o Understanding where chicken is raised by denoting it as locally sourced In their Its not the easy way, its the Perdue way
or listing the country of origin on the label is important to consumers. campaign, Perdue highlights the role played by herbs in
o Animal-Only Antibiotics Used is polarizing. their operations. They are currently communicating to
consumers their use of thyme, oregano and probiotics to
Attribute Influence On Likelihood to Purchase Chicken produce healthier chickens without antibiotics. 2
Base: Purchase Chicken (973)

No Antibiotics Ever / Antibiotic Free 54% 37% 9%


Food companies
are moving away
Locally Raised 50% 43% 7% from using
antibiotics in meat
Country Of Origin Included On The Label 46% 43% 11% production. In
March 2015,
McDonalds Corp
Production Method Used Has Greater Sustainability For The Environment 42% 48% 10% said its US
restaurants would
More Environmentally-Friendly Packaging 34% 58% 9% gradually stop
buying chicken
raised with the
Reduced Carbon Footprint For Production Method 32% 54% 14%
equivalent
antibiotics that are
Animal-Only Antibiotics Used 24% 51% 25% used for
humans.1
Less About The Same More
C15. To what degree would each of the following influence your likelihood to purchase your favorite chicken products? Would you purchase more, less, or about the same amount?
1 Tom Polansek, Antibiotic Use in Food Animals Continues to Rise, Dec. 11, 2015, http://www.scientificamerican.com/article/antibiotic-use-in-food-animals-continues-to-rise/ ,
accessed Jun. 13, 2016.
2 New PERDUE brand TV commercial campaign highlights innovative steps Perdue and farmers take to raise healthy chickens without antibiotics, Jun. 9, 2016, https://
globenewswire.com/news-release/2016/06/09/847486/10163403/en/New-PERDUE-R-brand-TV-commercial-campaign-highlights-innovative-steps-Perdue-and-farmers-take-to-raise-hea
lthy-chickens-without-antibiotics.html
19 , accessed Jun. 29, 2016.
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Social responsibility is another consideration factor driving consumption, especially in restaurant choices.

o Social responsibility in restaurants has three key


components:1
o The environment recycling programs, packaging (disposables
made of recycled materials), energy-saving measures, water-
saving practices, waste disposal and composting.
o Community-building fundraising, food donation, community
group support, sports team sponsorship, local hiring, and better
than average wages, benefits, and advancement opportunities.
o Sourcing food origins that are organic, natural, local, emphasize
animal welfare, and avoidance of hormones and steroids.

o According to a 2014 study by Technomic Research: 2


o Nearly 60% of consumers say that when theyre deciding what
restaurant to visit, its important that it be socially responsible.
o Social responsibility is more important to ethnic minorities,
younger consumers including Millennials and Generation Z, and
heavy restaurant users.
o Younger consumers find all aspects of corporate social
responsibility to be more important than older consumers.

1,2,3,4 Reaching the Socially Conscious Consumer, Mar. 18, 2014, https://darrentristano.com/category/foodservice-industry/page/2/ , accessed Jun. 8, 2016.
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Broader terms such as sustainably raised may result in misaligned consumer expectations and
increase risk of dissatisfaction, skepticism and erode trust.

Phrases Associated with Sustainably Raised Chickens


Base: Purchase Chicken (973)

Americans care about how farm animals are raised


The environmental impact of growing and raising chickens 48% according to several recent research studies: 1
o From The Hartman Group:
o 44% want to know more about how food companies
No hormones are used 37%
treat their animals.
o 47% support companies that avoid inhumane
No antibiotics are used 35% treatment of animals.
o 65% want animals raised in as natural environment
as possible.
Chickens are treated humanely 34% o From American Humane:
o 95% are very concerned about the welfare of
animals.
Free-range chickens 31%
o From Consumer Reports:
o 80% want good living conditions for animals raised for
Organic versus non organic methods of raising chickens 27% food.
o From ORC International:
Other 3% o 69% prioritize animal welfare as a significant factor in
describing what food to buy.

C11. Which of the following phrases, if any, do you associate with the term sustainably raised chickens??
Circles are for highlighting purposes only.
1 Animal Welfare Institute, Consumer Perceptions of Farm Animal Welfare, Study Dates: Mar. 17, 2014 Aug. 18, 2015,
https://awionline.org/sites/default/files/uploads/documents/fa-consumer_perceptionsoffarmwelfare_-112511.pdf , accessed Jun. 13, 2016.
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Chicken Purchase Concerns

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Marketing, communications and labeling from manufacturers addressing safe product handling and
health/safety tips are likely to bring the most relevance to consumers.

consumers have
concerns
69% of

C12. What concerns, if any, do you have when purchasing chicken? Please be as specific as possible.
Only comments mentioned by 3% or more are shown.
.
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When prompted, the majority of consumers have concerns about the chicken they purchase,
primarily regarding Food Safety and Disease.
o Concerns about Hormone and Steroid Use, Antibiotic Use in Chickens, and
Confusing/Misleading Packaging/Label Claims have risen in the past year.

Chicken Purchase Concerns Extremely/Very/


Base: Purchase Chicken (973) Somewhat Concerned
Food Safety 41% 30% 21% 6%2% 93%

Disease 41% 23% 23% 10%2%


88%

Hormone And Steroid Use 29% 28% 29% 10%3%


87%
Antibiotic Use In Chickens 27% 28% 30% 12% 3%
85%

Confusing/Misleading Packaging/Label Claims 20% 29% 38% 11%2%


Label 87%
How Chickens Are Raised 17% 21% 39% 16% 6%
77%
Portion Size of Individual Cuts of Chicken 8% 24% 45% 20% 4%
76%
Time it Takes to Raise a Chicken 7% 12% 33% 34% 13%
53%
Not At All Concerned Not Very Concerned Somewhat Concerned Very Concerned Extremely Concerned

C13. How concerned are you about each of the following when purchasing chicken?
Circles are for highlighting purposes only.
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When prompted, the majority of consumers have concerns about the chicken they purchase, primarily regarding Food Safety and
Disease.
78% of chicken consumers
o Concerns about Hormone and Steroid Use, Antibiotic Use in Chickens, and feel that raising chickens
Confusing/Misleading Packaging/Label Claims have risen in the past year. humanely leads to safer
chicken products.1
Chicken Purchase Concerns Extremely/Very/
Base: Purchase Chicken (973) Somewhat Concerned

Consumers are not Food Safety 41% 30% 21% 6%2% 93%
clear about packaging
terms. Many think that Disease 41% 23% 23% 10%2% 80% of Americans
terms like natural, 88% believe chicken
GMO-free, organic and contains added
Hormone And Steroid Use 29% 28% 29% 10%3%
locally raised make 87% hormones or
meat taste better and steroids.3
more healthful.2 Antibiotic Use In Chickens 27% 28% 30% 12% 3%
85%
78% believe
Confusing/Misleading Packaging/Label Claims 20% 29% 38% 11%2% chickens are
Label 87% genetically
How Chickens Are Raised 17% 21% 39% 16% 6% modified.4
77%
73% believe
Portion Size of Individual Cuts of Chicken 8% 24% 45% 20% 4% antibiotics are
76% present in most
Time it Takes to Raise a Chicken 7% 12% 33% 34% 13% chicken meat.5
53%
Not At All Concerned Not Very Concerned Somewhat Concerned Very Concerned Extremely Concerned
C13. How concerned are you about each of the following when purchasing chicken?
Circles are for highlighting purposes only.
1 Treat My Chicken Right: ASPCA Survey Shows Consumers Want More Humanely Raised Chicken, Feel it Leads to Safer Chicken Products, Sept. 2, 2014, http://
www.aspca.org/about-us/press-releases/treat-my-chicken-right-aspca-survey-shows-consumers-want-more-humanely , accessed Jun. 13, 2016.
2 San Gazdziak, 2016 Consumer Trends Report: Searching for a story, Nov. 13, 2015, http://www.provisioneronline.com/articles/102563-consumer-trends-report-searching-for-a-story ,
accessed Jun. 13, 2016.
3,4,5 2016 Power of Meat: An In-Depth Look at Meat through the Shoppers Eyes, 2016, http://www.meatconference.com/Power%20of%20Meat%202016.pdf , accessed Jun. 13, 2016.
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The preferred source of information is the government. Appeal of sources such as Blogs and Celebrities appears to be limited.
Supermarkets and poultry brands likely can further leverage their credibility as sources of information for consumers.
Consumers are more likely to trust information received about chicken from supermarkets and the manufacturer than from restaurants which
presents an opportunity for increased consumer trust within the food service establishment channel.

Preferred Chicken Trust Levels of Information Received


Information Sources about Chicken from Various Sources
Base: Purchase Chicken (973) Completely /
Base: Purchase Chicken (973)
Very Much /
USDA / Other Government Entity 55% Somewhat

Grocery Store / Retail 43%


Supermarket5% 32% 52% 8%3% 89%
Farmer / Grower 40%

Grocer / Butcher at my store 39%

Brand / Company 38%

Brand Brand 6% 29% 52% 10%4% 87%


Physician / Healthcare Provider 17%

Mom Scientist 8%

Blogs 8%

Celebrity Health Expert 7%


Restaurant3% 18% 59% 15% 5% 80%
Celebrity Chef 7%

Other 3%
Do Not Trust At All Trust Very Little Trust Somewhat Trust Very Much
Trust Completely
C10. To what degree do you trust the information that you receive about the chicken you purchase from the from the following sources?
C14. From what sources would you like to hear information about the chicken you buy?
Circles are for highlighting purposes only.
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Insights & Implications

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Insights & Implications
Chicken consumption remains high, returning to 2014 levels after a slight dip in consumption in 2015. Nine in ten (88%) consumers purchase
chicken at least once a month. In the past two weeks, 87% have eaten chicken from a supermarket and 72% have eaten chicken from a food
service establishment.

In the next 12 months, 21% of consumers anticipate eating more chicken from the supermarket and 14% anticipate eating more from a food service
establishment.

Insight Implication

Current heavy users are most likely to eat more chicken in the next 12 months. Consider targeted marketing efforts towards Heavy Users non-
The demographic profile for Heavy Users varies from the general chicken Boomers, consumers with larger households, as well as
consumer in that heavy users skew <55, more affluent and diverse with larger Hispanics and African Americans.
households.

Key drivers of purchase regardless of channel are freshness, taste and price. There is an opportunity to improve pricing satisfaction in the
Across the board, consumers are satisfied with freshness and taste. Satisfaction supermarket channel.
with price differs by channel with food service establishments experiencing
moderate satisfaction levels while satisfaction with price at supermarkets is quite
low.

Trust is a point of differentiation. Supermarkets garner reasonable levels of trust Supermarkets and poultry brands likely can further leverage their
and, along with brands comprise the second tier of desired sources of information credibility as sources of information for consumers.
behind government.
There is an opportunity for increased consumer trust within the
Food service establishments achieve lower trust scores. food service establishment channel.

SUPERMARKET HEAVY USERS = Have Eaten Chicken From Supermarket 4+ Times In Past Two Weeks
FOOD SERVICE ESTABLISHMENT HEAVY USERS = Have Eaten Chicken From Food Service Establishments 3+ Times In Past Two Weeks
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Insights & Implications

Insight Implication

When it comes to sources of information, conventional sources such as the Focus on conventional sources in support of dissemination
government, grocery store, farmer/grower, butcher and brands are preferred. efforts. Appeal of sources such as Blogs and Celebrities
appears to be limited.
Nearly seven in ten (69%) consumers have concerns about the chicken they Marketing, communications and labeling from manufacturers
purchase product freshness and health/safety continue to top the list. addressing safe product handling and health/safety tips likely
Consumers indicate noticeably lesser levels of concern with how chickens are bring the most relevance to consumers.
raised and animal lifespan.

Confusion remains regarding the meaning of phrases such as sustainably raised Broader terms such as sustainably raised may result in
chickens. While approximately half associate the phrase with environmental misaligned consumer expectations and increase risk of
impact, nearly one-third associate the phrase with no hormones, no antibiotics or dissatisfaction, skepticism and erode trust.
chickens being treated humanely.

While freshness, taste and price are, without a doubt primary purchase drivers, Core messaging elements should retain content on freshness,
three attributes comprise a secondary tier of impact on likelihood to purchase taste and price.
antibiotic free, locally raised, and country of origin on label (54%, 50%, 46%
respectively).

SUPERMARKET HEAVY USERS = Have Eaten Chicken From Supermarket 4+ Times In Past Two Weeks
FOOD SERVICE ESTABLISHMENT HEAVY USERS = Have Eaten Chicken From Food Service Establishments 3+ Times In Past Two Weeks
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Demographics

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Demographics

Base: Total (1017)


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Appendix

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Consumers are most satisfied with Freshness and Taste when purchasing chicken from a supermarket.

Attribute Satisfaction for Most Recent Chicken Purchase from a Supermarket


Base: Purchase Chicken (973)
Top
Two Box
Freshness / Expiration Date 19% 51% 27% 3%
1%
70%
Taste 19% 50% 28% 2%
1%
69%
Convenience of Packaging 17% 45% 32% 5%1%
62%
Brand Brand 16% 48% 33% 2%
1%
64%

Quantity / Package Size 16% 47% 33% 4%


1%
62%

Size of Individual Piece of Chicken 15% 47% 33% 4%2% 62%

Price 13% 33% 44% 9% 1% 45%

How Chickens Are Raised 13% 31% 44% 9% 3% 44%

Extremely Satisfied Very Satisfied Somewhat Satisfied Not Very Satisfied Not At All Satisfied

C6. Thinking of the chicken you purchase from a supermarket or other retail grocery store, how satisfied are you with each of the following?
Circles are for highlighting purposes only.
33
2016 ORC International Proprietary & Confidential
Price and Freshness are the most important decision factors for consumers when purchasing chicken from a supermarket.

Attribute Importance For Most Recent Chicken Purchase from a Supermarket


Base: Purchase Chicken (973)
Ranked #1,
#2, or #3
Price 30% 21% 16% 11% 7% 6% 5% 4%
67%
Freshness / Expiration Date 22% 25% 17% 15% 9% 6% 4%3%
64%

Taste 17% 17% 20% 14% 14% 9% 6% 3%


54%
How Chickens Are Raised 11% 7% 7% 8% 8% 13% 15% 31%
25%
Brand
Brand 7% 7% 8% 9% 12% 16% 22% 20%
21%

Quantity / Package Size 7% 12% 14% 17% 18% 14% 10% 7% 33%

Size of Individual Piece of Chicken 5% 9% 13% 19% 19% 16% 13% 6% 27%

Convenience of Packaging1%
2% 5% 8% 13% 19% 25% 26% 9%

Ranked #1 Ranked #2 Ranked #3 Ranked #4 Ranked #5 Ranked #6 Ranked #7 Ranked #8

C7. Thinking about your most recent chicken purchase from a supermarket or other retail grocery store, please rank the following factors in order of importance.
Circles are for highlighting purposes only.
34
2016 ORC International Proprietary & Confidential
Consumers are most satisfied with Taste and Freshness when purchasing chicken from a food service establishment.

Attribute Satisfaction for Most Recent Chicken Purchase from a Food Service Establishment
Base: Purchase Chicken (973)
Top
Two Box

Taste 18% 44% 33% 3%2% 62%

Freshness 16% 42% 35% 4%2% 59%

Size of Individual Piece of Chicken 12% 38% 43% 6%1% 50%

Price 10% 30% 47% 10% 2% 40%

How Chickens Are Raised 8% 27% 50% 10% 5% 35%

Extremely Satisfied Very Satisfied Somewhat Satisfied Not Very Satisfied Not At All Satisfied

C8. Now, thinking of the chicken you purchase from a restaurant, fast food store, carryout shop, or employee cafeteria, how satisfied are you with each of the following?
Circles are for highlighting purposes only.
35
2016 ORC International Proprietary & Confidential
Taste and Freshness are the most important decision factors for consumers when purchasing chicken from a food service
establishment.

Attribute Importance For Most Recent Chicken Purchase from a Food Service Establishment
Base: Purchase Chicken (973)
Ranked #1,
#2, or #3

Taste 34% 30% 20% 12% 4% 85%

Price 31% 22% 21% 17% 9% 74%

Freshness 21% 32% 30% 13% 4% 83%

How Chickens Are Raised 9% 5% 9% 13% 63% 23%

Size of Individual Piece of Chicken 5% 10% 19% 45% 20% 34%

Ranked #1 Ranked #2 Ranked #3 Ranked #4 Ranked #5

C9. Thinking about your most recent chicken purchase from a restaurant, fast food store, carryout shop, or employee cafeteria, please rank the following factors in order of
importance.
Circles are for highlighting purposes only.
36
2016 ORC International Proprietary & Confidential